Frasers, the new high end concept department store from Mike Ashley’s Frasers Group, is to open a new landmark store in Sheffield’s Meadowhall later this year.
The first phase of the 65,000sq ft store will open in the winter of 2020 with the store expected to be complete by Spring 2021.
It is the first brand new site acquired by Frasers Group for the new concept since it announced its plans to create a high-end chain of department stores as a spin-off of the House of Fraser group.
The new store will replace the existing House of Fraser store in the shopping destination. Phase one of the store will offer men’s and women’s fashion, premium accessories, footwear, ready-to-wear and homewares, while Phase two will include a branch of Flannels, the high end designer chain also owned by Ashley’s group.
Experience will be high up on the agenda, with the store offering a cocktail bar and café, alongside brand pop-ups, wellness services and treatment rooms, with events such as masterclasses and new product showcases.
When the Frasers concept was announced at the end of last year, it was confirmed that some House of Fraser stores, including those in Glasgow, Belfast and Liverpool would be converted to the new format. The name has been taken from the Glasgow store, which traded under its original name of Frasers. Mike Ashley subsequently adopted the Frasers Group name for his Sports Direct International retail group.
The Belfast store refurbishment is underway with the branch of Flannels already opened.
“[Sheffield] is the first major site signed since announcing our plans for Frasers and we’re proud to have acquired such a prominent location in one of the most forward-thinking schemes in the UK,” said the group’s head of elevation Michael Murray.
“We’re committed to delivering an aspirational new store that will epitomise the exciting future of Frasers, as we look to move forward with opportunities – including the progression of our flagship site in Glasgow, as well as new Frasers stores in Belfast and Liverpool.”